sustainabItaly - teatro del design - milano
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Giuseppe Avesani, after a description of the Elogico project and the introduction of the exhibition brought to the “Teatro del Design” from New York, presented the first results of the research conducted by the VIU, Venice International University, on the “Environmental sustainability in the Italian companies of Made in Italy”. It highlights how the Italian companies are facing new challenges that stem from a more mature awareness of the context and consumers sensitivity changes.
Alberto Del Biondi, as entrepreneur and designer, has underlined that design will pay more and more attention to the eco-sustainability, because it will be the key aspect for the economic recovery for every production areas. Ecology and technology together forge a new style of consumption and in this field some emergent economies, rich of natural raw materials, can have great opportunities.Fashion system has to adopt these concepts without rejecting its origins, in order to regenerate interest in consumers. From a designer point of view, projects have to deal with sustainability as well as with aesthetic and function, regaining one of the aspects, often betrayed, the history of design is based on: to offer everyone good products at good prices. During his speech Alberto Del Biondi has explained his overview about a new ecology: ECO2.0, a second generation ecology, mix with technology; thanks to this concept it is possible to promote new skills going towards this direction. A more structural approach that will bring about the big difference in the methodology of the designer. |
On Thursday the 17th of September 2009 at the “Teatro del Design” in Milan, thanks toAlberto and Sabrina Del Biondi Foundation, took place the event: “Technology and environmental sustainability for the market development”.
In that occasion the “Teatro del Design” welcomed the show “Sustainabitaly”, organized byElogico and lately showed at the Chelsea Museum of New York. Several companies have attended to this event, using clarification boards and objects, and among these we can mention:Alberto Del Biondi Industria Del Design, Artemide, Casamania, Morellato, Moroso, Horm, Haute Material, Palazzetti. To this meeting have taken part as speakers Antonio Catalani SDA Bocconi; Maria Garzoni, who founded and organizes the “Fashion and Technology” forum, co-author of the homonymous book; Carissa Fortino, Managing Director at Tommy Hilfiger and member of the Kuyichi board, an innovative company that produces accessories with an ecological approach;Giuseppe Avesani, founder of Elogico, a project which deals with environmental compatibility that is looked at with interest from the design global community and Alberto Del Biondi, President of the Alberto Del Biondi Industria Del Design. During the event the Visual Artist Felice Limosani made a live veejay performance that emphasized the topics addressed by the speakers; his performance was shown in three big screens, which were the backdrop of the charming hall of the “Teatro del Design”. Antonio Catalani started his speech highlighting the fact that the crisis we are facing, which is borne in the financial markets, moved to the economic sphere and today it touches the occupation and the borrowing of the nations, which have dispensed large amounts of money to help banks, the productive system and workers. We are questionioning all the main presumptions of the industrial era and our view on the technology, on the life quality, on the health, on the future and on the hierarchies of values has completely changed. |
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It seems to be necessary a new economic project based on clear assumptions:
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Marina Garzoni has shortly summarized the work that she developed internationally since 2004 to support the exchange of views and experiences between the world of fashion and the world of technology, such as the MIT Media Lab of Boston. Garzoni said that today things are very much different, languages, contents and approaches which belongs to technology are always part of the culture of the fashion world. Alberto Del Biondi’s proposal to spur a new ECO 2.0 philosophy and to join business and eco-sustainability is very stimulating, also because in this way it is possible to rediscover a new relationship between the client and the brand, based on modern values. This relationship will drive new purchase incentives. Fashion world, for its own nature, is creative and open to changes and society: it is also aware that it needs new motivations to regenerate mature markets.
Carissa Fortino has first spoken about her experience at Tommy Hilfiger, which gave her the possibility to know the fashion system worldwide and then she followed up with the experience that she is carrying on in the board of Kuychi. This Dutch Company, whose name has its origin from the Peruvian God of the rain, has been working for some years developing fashion with organic innovative materials, produced in right working conditions. Besides the development of organic cotton and linen from the very beginning, now they use for the apparel recycled PET bottles and leather treated only with vegetal products. |
elogico project - chelsea art museum new york
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During the conference, Marco Bettiol, Professor and Director of the Research that V.I.U.(Venice International University) is doing for Elogico about “State of Art” of the Firms “made in Italy” gave his first results. At the moment they tell us how Italian Firms are moving in this field more for legislative reasons than for real will to deep and to solve the big problems on sustainability.
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New York and the ICFF were the reason of this return, that was celebrated with a conference organised by Elogico on Sunday 17th May, in the Chelsea Art Museum, where it remained for a month from 16th May to 13th June with the “SUSTAINABItaly” Exhibition.
With this show Elogico wants to illustrate its young history, including the legs in Chicago and in Venice and displaying some Partner-Firms’ products like Artemide, Bosca, Casamania,Haute Material, Horm, Morosi, Vistosi, Zanette. In some cases, some panels told the project in detail, like it was for: Artemetica by Gabriele Centazzo (Valcucine); Solar Tree project by Ross Lovegrove (Artemide); Tecological Project by Alberto Del Biondi (Industria del Design) and Palazzetti Lelio S.p.A. |
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Josh Owen, Designer and Professor at the Philadelphia University, presented his SOS stool, created for CASAMANIA, a 100% recyclable product that has a great many uses and explained us how he usually thinks to the sustainability already in the planning phase, choosing all the materials with a big attention to their duration, their environmental impact, their life-cycle. At the end of his speech he answered to all the questions of the presents spectators.
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Matteo Baceda, Director of Modernus, a San Francisco society, explained all the difficulties the Italian Firms meet in American market, because of all the environmental certifications they ask, essential to obtain factor agreements. Baceda proposed us the winning-example ofBosca, a Paduan Firm, leader in indoor-doors with different tasks for American market, thanks to its long work aimed to find all the necessary certifications to call for tenders of the American great buildings.
Erica Marson, journalist for the magazine Ottagono – partner of the Project - told us how this monthly review has already dealed with sustainability questions, in design and in architecture, during all the past years, maybe the/for first in Italy. The last number of the review is entirely dedicated to this issue, so that it seems almost a collector’s piece. The Exhibition SustainabITALY was under the sponsorship of Italian Culture Institute. Elogico wants to thank the Director Renato Miracco for the organization and his backing. |
elogico project - chicago
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5 days of exhibitions, round table discussions and events, held in Chicago and welcoming participants from around the world.
The first edition met with success - a reflection of the ever-increasing importance of environmental sustainability in the minds of those working in the design industry. Held during Chicago's NeoCon fair, Elogico attracted large numbers of attendees both locally and from overseas. Over 1000 visitors attended the exhibition, whilst the round table discussion offered an entertaining and thought provoking Sunday afternoon to over 100 industry professionals. The driving force behind Elogico comes from a series of academics, designers, architects, lobby groups and companies - all who consider ecological sustainability a fundamental part of the future of design. |
The event was divided in two principal stages:
To celebrate its inauguration Elogico presented a round table discussion featuring an international line-up of experts and designers presenting their vision of the issues relating to sustainability. The speakers and their topics were:
Leo Breedveld (2B Environmental Cosultants)
spoke about the Italian example where, in the absence of governmental regulations or clear industry guidelines, individual producers have taken up the cause of sustainability and made it a central part of their corporate mission statement.
Marco Steinbergh (Harvard Design School)
presented a Harvard case study on Italian company Valcucine, highlighting the company as an extraordinary example wherein sustainability is considered at every level in the life of a product: from design to selection of materials, to the management of waste and "recyclablity" of the final product - all without compromising the aesthetic value of the product.
Gianni Cantarutti (Author and wood expert)
presented his book in which he catalogues over 1000 different types of timber and advocates a more responsible use of this precious resource.
Marco Bettiol (Venice International University)
spoke about the new face of design as "cultural entrepreneurship": more than an aesthetic consideration, it focuses on considerations such as economics, aesthetics, the environment and social responsibility. Bettiol identified several case studies where some of these objectives are most manifest. Bettiol also underlined the "grass roots" nature of this development. In the absence of governmental regulation, the success of this new approach depends entirely on the passion and determination of these entrepreneurs.
Susan Inglis (Sustainable Furniture Council)
spoke about the need for caution and the phenomenon of "greenwashing" whereby processes and products are promoted as being environmentally sustainable, when the contrary is true.
Elva Rubio (Architect and Design Director at Bruce Mau Design Studio Chicago)
drew upon her vast and prestigious experience as a leading architect to examine the issues of sustainability within the field of urbanism and architecture.
- A Round table discussion, held on Sunday 8th June in the prestigious Fullerton Hall of the Art Institute of Chicago and featuring international authorities on ecological sustainability, design and architecture
- An specially curated exhibition at the Chicago Illuminating Company Building showcasing leading Italian companies at the forefront in the movement towards sustainable design.
To celebrate its inauguration Elogico presented a round table discussion featuring an international line-up of experts and designers presenting their vision of the issues relating to sustainability. The speakers and their topics were:
Leo Breedveld (2B Environmental Cosultants)
spoke about the Italian example where, in the absence of governmental regulations or clear industry guidelines, individual producers have taken up the cause of sustainability and made it a central part of their corporate mission statement.
Marco Steinbergh (Harvard Design School)
presented a Harvard case study on Italian company Valcucine, highlighting the company as an extraordinary example wherein sustainability is considered at every level in the life of a product: from design to selection of materials, to the management of waste and "recyclablity" of the final product - all without compromising the aesthetic value of the product.
Gianni Cantarutti (Author and wood expert)
presented his book in which he catalogues over 1000 different types of timber and advocates a more responsible use of this precious resource.
Marco Bettiol (Venice International University)
spoke about the new face of design as "cultural entrepreneurship": more than an aesthetic consideration, it focuses on considerations such as economics, aesthetics, the environment and social responsibility. Bettiol identified several case studies where some of these objectives are most manifest. Bettiol also underlined the "grass roots" nature of this development. In the absence of governmental regulation, the success of this new approach depends entirely on the passion and determination of these entrepreneurs.
Susan Inglis (Sustainable Furniture Council)
spoke about the need for caution and the phenomenon of "greenwashing" whereby processes and products are promoted as being environmentally sustainable, when the contrary is true.
Elva Rubio (Architect and Design Director at Bruce Mau Design Studio Chicago)
drew upon her vast and prestigious experience as a leading architect to examine the issues of sustainability within the field of urbanism and architecture.
Elogico – Exhibition
The opening on 9th June was celebrated with an invitation only media brunch for media partners and journalists and a party welcoming over 600 invited guests, celebrating the opening of an exhibition featuring Italy’s leading design brands - Artemide, Casamania, Creazioni, Metalspot, Morelato, Moroso, Pagano, Parri, Valcucine and VG Newtrend.
The evocative Chicago Illuminating Company Building was home to a specially curated exhibition where the companies showed examples of ‘sustainable design’ from their catalogue. Clear evidence that the elegance for which design ‘made in italy’ is famous is not incompatible with a sense of environmental responsibility. All pieces on show were made from a vast range of recycled and recyclable materials.
Designer Dario Bettiol, artistic director of the exhibition, created a setting inviting visitors to examine the world around them and the objects which populate it - to consider the environmental issues intrinsically linked to their creation, use and disposal. The entire exhibition display was created using recuperated and recycled materials, or materials which have completed ‘life cycle’. Mannequins, packing plastic, old tyres, oil drums and the words of Pablo Neruda welcomed visitors at the entrance to an exhibition dominated by the use of shipping pallets, filtered green light, projections and recycled paper, all framing the latest creations of Italian design in a thought-provoking juxtaposition.
The opening on 9th June was celebrated with an invitation only media brunch for media partners and journalists and a party welcoming over 600 invited guests, celebrating the opening of an exhibition featuring Italy’s leading design brands - Artemide, Casamania, Creazioni, Metalspot, Morelato, Moroso, Pagano, Parri, Valcucine and VG Newtrend.
The evocative Chicago Illuminating Company Building was home to a specially curated exhibition where the companies showed examples of ‘sustainable design’ from their catalogue. Clear evidence that the elegance for which design ‘made in italy’ is famous is not incompatible with a sense of environmental responsibility. All pieces on show were made from a vast range of recycled and recyclable materials.
Designer Dario Bettiol, artistic director of the exhibition, created a setting inviting visitors to examine the world around them and the objects which populate it - to consider the environmental issues intrinsically linked to their creation, use and disposal. The entire exhibition display was created using recuperated and recycled materials, or materials which have completed ‘life cycle’. Mannequins, packing plastic, old tyres, oil drums and the words of Pablo Neruda welcomed visitors at the entrance to an exhibition dominated by the use of shipping pallets, filtered green light, projections and recycled paper, all framing the latest creations of Italian design in a thought-provoking juxtaposition.
